Horizon Interactive, an independent media services agency, announced it has acquired digital marketing agency Mass Transit Interactive. The estimated worth of the combined companies is approximately $40 million.

Mass Transit's name will be dissolved into Horizon Interactive. The acquired company says their expertise in search engine marketing, email relationship marketing and digital channel integration will enhance Horizon's resources.

"Digital media has finally earned its place as part of an effective media mix. The increased demand from marketers for both deep interactive experience as well as zero-based communication planning makes this a win-win-win for Mass Transit, Horizon and all of our collective clients," says Jason Heller, CEO, Mass Transit.

Ruby Gottlieb, Horizon's SVP affiliated services and Mass Transit CEO Jason Heller will be co-managing directors of Horizon Interactive.

"To have such a partnership promoting the medium only strengthens the industry. The consolidation is also an indication of how digital media has become a standard part of an effective marketing mix, further legitimizing the industry's growth," adds Heller.